According to an India Times article, men are big consumers of the Mills & Boons books. The article states that a Mills & Boons book is sold around the world every four seconds. There doesn’t seem to be any one reason for the increasing male readership. Andrew J. Go, director of the Mills & Boon-India, speculates that it could be as simple as the fact that the mothers and sisters are reading them and thus they are easily available to the men; it could be that M&B books are one source of sex and romance in a culture where both are not readily available; or, as the article states “Perhaps it’s just that Indian men appreciate the good read that most M&B novels are.”
Via India Times.